Research On The Development Strategy Of W Company's Freight Forwarding Business

As time goes by,China has been a member of WTO for more than ten years.Looking back over the past decade,the freight forwarding industry has been developing rapidly.More and more large-scale international freight forwarding companies have entered China's vast freight forwarding market.At the same time,due to the reduction of market access threshold,more and more people are trying to establish small and medium-sized freight forwarding enterprises,which makes the competition more fierce.In order to meet the market demand,the traditional freight forwarding enterprises must improve the quality of operation and service level,and reduce business costs.At the same time,to solve the disadvantages of backward technology and integrate the development of "Internet+" and shipping service industry,make the shipping e-commerce platform gradually rise.It is an inevitable trend to reject the single form of the traditional freight forwarding business,so that the freight forwarding industry can develop better.Based on Porter's five forces analysis,SWOT and PEST analysis,this paper analyzes the strategic environment of W company,points out the existing problems and improvement measures in the freight forwarding business operation of W company,and uses the internal and external key factor evaluation tools and QSPM matrix analysis tools to draw the conclusion that W company's development strategy should adopt the turnaround strategy.On this basis,the company can take a variety of strategies such as specialization,integration,development of e-commerce platform to improve the development level of enterprises.Through the rational allocation of human resources,financial security,the establishment of excellent corporate culture to enhance the core competitiveness of W company and establish a good image of W company.In the process of shaping the company's image,the use of information management technology can greatly reduce the cost of freight forwarding enterprises,improve service level and efficiency.I hope that through the research on the development strategy of W company's freight forwarding business,we can provide strategic guidance and corresponding safeguard measures for W company's effective implementation and development,and also provide reference for other freight forwarding enterprises in the industry,promote the good development of the whole industry and market,and hope that the domestic freight forwarding industry can maintain a healthy and rapid development.